Semiotics Analysis of Gender Roles in Television Ads in Hygiene Product

Abstract

More than just introducing products, advertising can also play a role in socializing gender roles which forms certain stereotypes. The research on the Attack Easy advertisement version of "Mother is Beautiful when Washing" and "Soklin Lantai", which carries the theme of family, aims to learn signs that carry gender-related meanings in the advertisement. The research results are expected to extend mass communication science reference, particularly regarding gender messages through the media. This research uses Pierce's semiotic theory which includes the mechanism of signs, objects and interpretants, and is carried out using qualitative descriptive approach. The results show that the ads contained gender bias issues and gender equality.